Target becomes Sober-curious

As Non alcoholic (NA) beverage sales near half a billion annually, Target, always one to spot and capitalize on trends has joined the movement towards NA in its new partnership with NA Brand Sèchey taking the Charleston, SC bottle shop nationwide in an expansive partnership that sees some of Sèchey’s key partner brands now available in Target stores nationwide. Select brands included at launch include Kin Euphorics, a trendy brand co-founded by model Bella Hadid, and Katy Perry’s De Soi, which makes non-alcoholic apéritifs.

Other brands include NOPE and Ghia, both of which produce non-alcoholic canned cocktails, and alcohol-free wine company Surely.

According to CNN, both big brands and celebrity-backed startups are taking note. Earlier in 2023, beer maker Molson Coors launched a zero-proof canned cocktail called Roxie, which was created when the company noticed that its customers were moderating their alcohol intake.

Roxie lets “consumers to ‘stay in the moment’ while they are drinking their favorite alcoholic beverage, but can also vacillate between an alcoholic and non-alcoholic beverage as well,” Jamie Rotnicki, vice president of innovation for Molson Coors, previously told CNN.